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The core concern is that companies could analyze various data points—such as your browsing history, location, emotional indicators, and personal circumstances—to determine your willingness to pay. If they identify that you're in a vulnerable state, they might inflate prices silently and surreptitiously, effectively maximizing their profit at your expense.
The Regulatory Response: An FTC Investigation
The Federal Trade Commission (FTC) has recognized the threat posed by surveillance pricing and is currently conducting an extensive investigation into the practice. The agency refers to this as "surveillance pricing," where businesses leverage behavioral and personal data to set individualized prices.